Marketing in a downturn can be a frustrating exercise. If your budget has been cut, even more emphasis has to be given to find out where your enquiries are coming from.
With an effective call tracking system (Teletracker) in place you will be able to see clearly how many calls were generated from your last press campaign, website, direct mail or email campaign. If your website brings in the most enquiries, you will be able to clearly see this from the statistics and call volumes.
Once you have this information, you will be able to focus upon the more successful areas of your marketing budget. Gather the information you need by channel, time, date and location and start making decisions about how and where you spend your marketing budget. If your press advertising brings in a steady stream of enquiries, you need to drill down the information so that it brings you more detail such as cost per lead. This way you will be able to gather information on each activity and make informed decisions on how the money is spent going forward.
If it costs more to generate a lead from press advertising compared to that from Google advertising you must then focus upon sales conversions. How did leads from Google develop? Were they strong leads that resulted in sales or did the press advertising bring you more developed enquiries? Once you get to this stage in the process you have to use other tools such as the Call Result report in Teletracker to understand how your enquiries are being handled.
In summary, the perfect way to manage a budget that has to stretch but still keep the sales team busy is to use call tracking. Track your telephone enquiries and record the call activity as they come in. This keeps you in control of the facts so you don’t have to base future assumptions on a ‘wet finger in the air’!
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